New Name for Alta Bicycle Share: “Motivate”

With a new name, Motivate is telling cities more bike-share stations are on the way. Photo: Citi Bike

After new management took over in 2014, injecting capital and expertise that’s expected to turn around a sputtering operation, the company formerly known as Alta Bicycle Share has adopted a new name: Motivate. (A verb! Very active transportation-y.)

Motivate operates bike-share systems in New York, DC, Boston, Chicago, San Francisco, and Seattle, making it the dominant player in the American bike-share market. While the company isn’t releasing details about how it plans to upgrade the problematic software and equipment that have held back system growth in those cities and stalled the launch of systems elsewhere, today’s announcement promised a new wave of expansion.

“As cities change and grow more rapidly than ever, only bike share is flexible and personalized to keep pace,” CEO Jay Walder said in the statement. “Now, with the backing of new ownership, Motivate is positioned to deliver even better service to cities and bring bike share to scale.”

Walder told U.S. News that changes are underway now in preparation for peak bike-share season. “We’re trying to use the winter to be able to get things done,” he said.

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